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簡介：西南交通大學碩士學位論文中國鐵通D省分公司代理營銷模式研究姓名鄧曉軍申請學位級別碩士專業(yè)工商管理（MBA）指導教師蔣建平20041101西南交通大學碩士研究生學位論文第1I頁ABSTRAETASAKINDOFDISTRIBUTIONORGANIZATION，AGENTMARKETINGCANHELPSUPPLIERSTOCOLLECTBUSINESSINFORMATION，MAKESALESPROMOTION，RAISEFUNDANDDECREASEBUSINESSRISKN’SONEOFTHEMOSTIMPORTANTDECISIONFORMARKETINGEXECUTIVESTODESIGNANDMANAGETHEAGENTMARKETINGMODELGUIDEDBYTHEMODEMMARKETINGTHEORYTHETHESISMAKESACOMPREHENSIVERESEARCHON3SPECIALTYPESOFAGENTMARKETINGMODELS，WHICHHAVEBEENWIDELYAPPLIEDINCHINATIETONGCTTDBRANCHBASEDONTHECONCRETECASES，THETHESISANALYSESEFFECTIVENESSOFTHEAGENTMODELSRESPECTIVELYINVESTIGATESTHESIDEEFFECTSCAUSEDBYIMPLEMENTINGTHEAGENTMARKETINGANDOFFERSSUGGESTIONTOIMPROVETHEPRESENTPROBLEMS，THETHESISISDIVIDEDIN5CHAPTERSINCHAPTER1，INTRODUCTIONTOTHEEFFECTIVENESSANDCHARACTERSOFTHEAGENTMARKETINGAMONGCHINATELECOMCARRIERSANALYZINGTHESITUATIONOFCTTDBRANCH，THETHESISPOINTSOUTTHATAGENTMARKETINGISAPRACTICABLEAPPROACHTOPENETRATETHEFIERCEFIXEDPHONEMARKETINCHAPTER2，THEPAPERANALYSESTHESTATUSOFCTTBYSWOTMETHOD，CONCLUDSTHATITSIMPERATIVEFORC訂TOESTABLISHITSMARKETINGUNIONBYIMPLEMENTINGVARIOUSAGENTMARKETINGMODELSINCHAPTER3，INTRODUCTIONTOTHEEVOLUTIONOFAGENTMARKETINGASWELLASTHECOMMONLYAPPLIEDAGENTMARKETINGMODELSINTHEFIELDOFCHINATELECOMTHEPAPERALSOSTRESSESTHEAGENTMARKETINGTHEORIES’SIGNIFICANCETOTELECOMBUSINESSINCHAPTER4，BASEDUPONTHECONCRETECASES，THETHESISMAKESATHOROUGHRESEARCHON3SPECIALTYPESOFAGENTMARKETINGMODELS，WHICHHAVEBEENWIDELYAPPLIEDINCTTDBR鋤C卜一“BROADCASTINGTVAGENCYMODEL”’’TLAGENCYMODEL’’AND‘‘COMMUNITYAGENCYMODEL”FOCUSEDONTHETHESEMODELS’BACKGROUND，

簡介：西南財經(jīng)大學碩士學位論文四川挖掘機代理商服務營銷問題探討C公司實施差異化戰(zhàn)略服務營銷剖析姓名石高波申請學位級別碩士專業(yè)工商管理指導教師尹忠明20041101濟環(huán)境、競爭對手和客戶特點出發(fā)，筆者分析認為在當前市場競爭狀況下，挖掘機代理商采用服務營銷作為差異化戰(zhàn)略是非常有必要的。第一章同時也對2004年4月國家的宏觀經(jīng)濟調(diào)控對挖掘機行業(yè)的影響和意義作了分析，具有現(xiàn)實意義。本文第二章先從三種戰(zhàn)略思想中，分析差異化戰(zhàn)略在挖掘機代理商中運用的必要性，然后論述了服務營銷在挖掘機行業(yè)中的特點、目的，以及如何有效地進行服務營銷。并對四川I市場上挖掘機代理商目前服務的類型進行了分析。給予四川挖掘機市場采用服務營銷作為差異化戰(zhàn)略是能夠獲得競爭優(yōu)勢的理論支撐。本文第三章主要闡述了挖掘機代理商如何運用服務營銷來降低市場波動的風險。從挖掘機行業(yè)本身的特性出發(fā)，以產(chǎn)品的利潤壽命周期和吸收率的角度，闡述了服務營銷對市場波動風險的抵御能力。并分析了當前四川市場挖掘機代理商的利潤結(jié)構(gòu)，以及如何獲得服務收益。第四章筆者以C公司的差異化戰(zhàn)略服務營銷作為案例，深入剖析了其特點、作用，以及在執(zhí)行中的困境。并結(jié)合MBA課程學到的知識，從員工滿意、授權(quán)、服務修復等方面做出了理論性的思考，探索解決之道。第五章筆者結(jié)合挖掘機行業(yè)的特點，闡述了要想獲得長期競爭優(yōu)勢、客戶滿意和客戶忠誠，服務營銷應該是挖掘機代理商的發(fā)展方向。通過對服務利潤鏈思考，筆者對四川挖掘機代理商的服務營銷問題進行了一些探討。服務營銷理論從二十世紀80年代開始，在服務行業(yè)掀起了一股熱潮，并逐漸被制造行業(yè)采納。海爾利用服務營銷作為差異化戰(zhàn)略的重要組成部分，獲得了市場的巨大成功。在中國挖掘機市場中，尚未有關于代理商的成熟的服務營銷理論。很多代理商沒有考慮過將服務作為一種產(chǎn)品進行營銷，甚至有的代理商認為服務營銷就是等于“售后服務”，是虧損的，沒有營銷的價值。筆者有幸參與了C公司的服務營銷戰(zhàn)略的制定和執(zhí)行，看到